Yajin Wang

PhD Candidate
Marketing Department


  • B.A. 2007
    Journalism Peking University

  • M.A. 2010
    Mass Communication University of Minnesota


  • Luxury Brand and Conspicuous Consumption
  • Social Influence and Consumer Behavior

Yajin Wang is a fifth year Ph.D. candidate at the University of Minnesota. Her current research interests include luxury brands and conspicuous consumption, social influence and brands, and interpersonal relationships. Her research has been published in Journal of Consumer Research and Psychological Science, and has been covered in the New York Times, Wall Street Journal, and Harvard Business Review. Her dissertation examines the psychological and behavioral consequences of the consumption of luxury products.  

Prior to entering the Ph.D. program, Yajin received a B.A. in Journalism and Sociology at Peking University in China, and a Master in mass communication from the University of Minnesota. Her industry experience includes a position as an associate consultant at Bain & Company. 

Selected Works

  • "Conspicuous Consumption, Relationships, and Rivals: Women's Luxury Products as Signals to Other Women," Yajin Wang and Vladas Griskevicius (2014), Journal of Consumer Research
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  • "Rituals Enhance Consumption," Kathleen D. Vohs, Yajin Wang, Francesca Gino, and Michael I. Norton (2013), Psychological Science
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  • Wang, Yajin, Deborah Roedder John, and Vladas Griskevicius, "The Devil Wears Prada: How Luxury Consumption Influences Social Behavior" (invited for revision at Journal of Consumer Research)
  • Wang, Yajin, Jennifer Stoner, and Deborah Roedder John, "You're Not Fooling Anyone! How Social Feedback Affects Moral Disengagement and the Purchase of Counterfeit Luxury Products," (invited for revision at Journal of Marketing Research)
  • Wang, Yajin and Deborah Roedder John, "Love it or Leave it? How Consumers Diverge from Others Depends on Self-Brand Connections," (invited for revision at Journal of Marketing Research)
  • Wang, Yajin and Kathleen D. Vohs, "Negative Moods Spur Effortful Goal Attainment: A Mood Improvement Strategy," (invited for revision at Journal of Personality and Social Psychology)
  • Wang, Yajin and Deborah Roedder John, "Louis Vuitton and Your Waistline: Using Luxury Goods Depletes Self-Regulatory Resources and Impairs Self-Control," (Revising for new submission at Journal of Consumer Research)
  • Lalwani, Ashok, Carlos J. Torelli, Jessie Wang, and Yajin Wang, "Power Distance Belief and Consumers' Preference for Premium (vs. Generic) Brands: The Role of Consumers' Status and Product Type," (under review at Journal of Marketing Research)
Yajin Wang
4-167 CarlSMgmt
Curriculum Vitae (475.43 KB)

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